In the business world, we tend to assume that the marketing department handles marketing and no one else needs to worry about attracting new customers. But anyone can be a company or brand advocate, which is why acquisition should be an intradepartmental effort.
This applies to healthcare systems, too. Everyone in a medical practice can support the marketing department's patient acquisition efforts. Yes, this includes doctors, nurses, receptionists, administrators and other personnel. At the most basic level, healthcare marketers can ask different teams for blog copy to publish more valuable content and enhance SEO. On a deeper level, staff can help the marketing department understand what healthcare consumers are looking for.
How to Involve Staff in Marketing Efforts
In many cases, the marketing department isn’t going to hear what patients are saying in the office. Sure, they may consult patient satisfaction surveys — but these responses aren’t in real time. It’s more likely that receptionists or nurses will hear patient feedback. It’s essential that staff members feel empowered to share that information with the marketing department, as it can shape future acquisition campaigns.
Another great way to involve other departments in your marketing efforts is through social media. People trust their friends more than they trust corporate entities, even though they likely follow multiple brands on these channels. Because of this tendency, creating a strong employee advocacy program for social media is a valuable strategy. Combining employee social media use with targeted messages, like those used in the PatientBond platform, can further amplify engagement and enhance your acquisition strategy.
Also, involve your staff in your social media posts. Include interviews with clinicians, birthday posts of your administrative staff or celebratory photos of your receptionists. People want to connect with people, and the more team members that consumers can get to know online, the better.
What About Staff Who Aren’t on Social Media?
If not everyone in your practice is on social media, don’t worry. There are still plenty of ways they can supplement your facility’s acquisition efforts. For example, consider encouraging staff to participate in community events. Volunteer at a local event or work a cheering station at a 5K. Encourage physicians and nurses to go to businesses or schools and give presentations related to health and wellness. Be present in the community and interact with patients outside of the exam room.
Even at the facility, having a top-notch staff is a great way to improve patient acquisition by doing little more than being yourself. If your facility is full of engaging, charismatic staff, your patients will take note. In turn, they’ll spread the word about your amazing team members and recommend your practice to their friends and family.
Enlisting IT personnel to build a user-friendly patient portal is another great way to attract new patients. It’s no secret that the world is becoming more digital every day. Healthcare consumers don’t necessarily want to have to call every time they need to make an appointment, ask about test results or refill prescriptions. With an easy-to-use portal, patients will have a better experience and again be more likely to recommend your practice.
No matter what direction you choose to take or tools you intend to use, including your staff in your healthcare marketing efforts is an effective way to increase patient acquisition. Additionally, when your marketing team leverages insights from our proprietary psychographic segmentation model, you can create messages that resonate with your ideal patients and amplify engagement.
For more on psychographic segmentation and how it supports patient acquisition, download our case study.